VITALITY
Ultimately , it ' s down to behavioural changes , incentivised by Vitality . Users are encouraged to alter their lifestyles and adopt healthier habits . “ I think it is really important to appreciate that Vitality is a behavioural change programme . We ' re not just telling you you ' re overweight , you ' re inactive , or you ' re a smoker and you need to stop ; we give you the tools and support to make that change happen in a way that is sustainable for the long-term .
“ Health is a key concern for us , post-pandemic , which makes this member-led approach – with health and wellbeing at its core , really relevant and empowering to our members ”
KEITH KLINTWORTH MANAGING DIRECTOR ,
VITALITY
Habits take a while to change though , explains Klintworth , and all of us frame our habits in different shapes or forms . “ We will either minimise it , or we will recognise it as an issue . But we all have another trigger , or incentive , that can help us do something about it . Whether it ' s suddenly waking up to the reality of your own health and that you won ' t be a grandfather , or you won ' t see your kids grow up , or something else , we all need that occasional reality check to suddenly take heed and say , ‘ Oh , I need to do something differently ’,” he points out .